My clients ask this question frequently. Up until recently, I usually answered this question with a resounding “NO.” I love Instagram and use it myself, but it posed significant challenges to my clients, for two reasons. First, many struggle with creating images that are aspirational or that include a soft brand message. Second, Instagram has been very clunky to manage, making it difficult for brands to incorporate conveniently into their social media practice.
In the last six months, Instagram has added significant features and functionality which have made me change my mind. Here’s why I’m changing my advice to my clients and counseling them to invest in Instagram.
Explore and Search Is Better
As Fast Company reported last year, the enhanced explore and search features on Instagram give brands a chance to target by topics in a way that wasn’t possible before. What does this mean for a brand? You can start following and listening to relevant Instagrammers while building your channel.
Geotagging Means Even Better Targeting
If you’re a business with customers who post, then geotagging means you can see and track Instagrammers who visit your business and talk about you. This means you can also engage with them. In the example below, I’ve posted about a dish I liked at a local restaurant and was able to tag them before pushing it live on Instagram.
Visual Content is the Key
Sounds obvious, right? But it’s surprising to see so many brands struggle with creating content where the visual element is front and center, and the text supporting it is secondary. This is what I want my clients to focus their social media practice on this year. It’s what is driving new social media users to Instagram, Snapchat and Periscope.
Manage Multiple Accounts
The biggest change of all for Instagram was just announced last week. And that is, the ability to switch between accounts. Instagram users can now manage up to 5 accounts from one app. Previously, you had to log out of your personal Instagram to log in to your brand channel. This new feature alone should drive additional brands to jump in to Instagram this spring.
Instagram is owned by Facebook, which is increasing integration for advertisers on both platforms. And while Instagram is easier than ever to use, it should still be part of a multi-channel strategy with goals, objectives, strategy and tactics to make it work for you.
If you want to dig deeper, here is a collection of stories about Instagram.